Green Key Unlocked: Let’s Talk Marketing Operations

desk with open laptop and marketing documents

Welcome to the first installment of Green Key Unlocked, where we unlock the latest news, career advice, and job search secrets from recruiters in your practice area. In this post, we’re unlocking Marketing Tech insights about careers in Marketing Operations.

But first… 

What is Marketing Technology?

Digital marketing is growing in importance to the success of companies each year. While it’s easy to find the right marketing tools, many companies struggle to find top-tier talent to enhance their digital marketing and get ahead in an increasingly competitive space.

When it comes to careers in Marketing Technology, Marketing Operations is a relatively new function, and it is quickly evolving.

What does ‘Marketing Operations’ entail?

Marketing Operations is essential to the execution of an organization’s digital marketing strategy.

Marketing Operations (MOPS) professionals are the behind-the-scenes heroes of every marketing department. They are almost always wearing multiple hats – sometimes too many – and have a hand in three major pillars of marketing:

  • Technology
  • Data
  • People

Let’s break down what Marketing Operations looks like in each of these digital marketing pillars.

Technology

Most marketing executives would label marketing technologies as necessary to remain competitive within their industries. 

Technologies in Marketing Operations have grown increasingly competitive over the last several years. In 2014, there were less than 1,000 overall tools. Today, there are more than 8,000 tools in the marketplace. 

MOPS professionals should be able to work many different types of technologies, such as:          

  • CRM Systems
    • Examples include Salesforce, Microsoft Dynamics, NetSuite, SugarCRM, and Hubspot.
  • Marketing Automation Systems
    • Examples include Marketo, Pardot, Eloqua, Salesforce Marketing Cloud, and Hubspot.

An organization’s digital marketing stack consists of a unique combination of CRM systems, marketing automation systems, and other tools. Thus, MOPS professionals must be comfortable with several in order to succeed in their role.

Map of 8,000 tools used in Marketing Operations, broken down by category.
Source: Chief Marketing Technologist

Data

An organization’s Marketing Operations team is responsible for developing data-driven strategy for high-impact marketing campaigns.

In addition to running the various marketing tools and systems, MOPS professionals must also be able to analyze and interpret the data produced in order to figure out what works and what doesn’t. MOPS responsibilities in this pillar include establishing and tracking key performance indicators (KPIs) for marketing campaigns and the customer journey.

People

MOPS professionals are inclined to manage different marketing team members, such as Data Analysts, Marketing Coordinators, Marketing Automation Admins, Content Creators, and even sometimes Sales and Sales Enablement folks.

Other Marketing Operations titles include:

  • Marketing Operations Specialist
  • Marketing Operations Manager
  • Marketing Operations Sr. Manager
  • Marketing Operations Director
  • Marketing Operations Analyst
  • Marketing Operations Admin 

“At the end of the day, Marketing Operations has the most important job of keeping everything aligned within an organization’s marketing department. They are the problem solvers, fast thinkers, and data-minded technology wizards who understand what it takes to make marketing successful,” says Ryan Calpin, Head of Marketing Technology Recruitment at Green Key Resources.

Finding your dream job in Marketing Operations

Are you ready to be the marketing superstar every organization needs?

Visit https://www.greenkeyllc.com/jobs/ and select ‘Marketing Technology’ in the Practice Area drop-down menu to view available positions. Here are just a few you can apply to today:

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